The "Industry-Academia Collaboration PBL" is being carried out over 15 classes over half a year. In the "Practical Exercise (Marketing I)" for first-year students in the 2023 academic year,
Based on the themes presented in advance by Wacoal Corporation, Sakura Color Products Corporation, and Kokumin Corporation,
The students participated in an exercise in which they proposed products and services. Here we report on the presentation that took place on January 20, 2024.
"Industry-academia collaboration PBL" joint development company
theme
Kokumin Co., Ltd.'s theme is to explore existing businesses in which the use of metaverses and avatars would be effective, and to create samples of metaverses and avatars for businesses that are deemed particularly effective.
Metaverse business
Take on difficult challenges.
The two student teams that worked on the theme both chose "cosmetics sales" from among the many businesses that Kokumin offers, as a business that would be suitable for the Metaverse, and envisioned makeup beginners and male customers as their target customers. Their suggestions included "Avatars allow people to take their time purchasing cosmetics without worrying about what others think," and "Male customers can also dress up as avatars and enjoy shopping," as well as "holding a fashion show to give it an event-like quality," and "holding makeup seminars as an event."
Messages from participating students
This time, it was difficult for me to think about a business in the unknown world of the "Metaverse." However, it was precisely because it was such a difficult and unknown field that I had questions in the process of researching it, and I was able to think about them thoroughly in group work and individually. I feel that this increased independent learning has led to my own growth.
Message from the company
Kokumin Co., Ltd. Director, Human Resources Director General and Human Resources Planning Department, Director Rie HigashioMr.
The most difficult part this time was not coming up with ideas for products and services, but rather deciding "for whom and how we want to be useful." It is important to be close to the customer's concerns and worries and to have the desire to work together to find a solution.
I want you to gain as much experience as possible, to face each and every challenge with all your might, to accept your feelings even when you can't face them, and to cherish your classmates. And I want you to step out into society with confidence in three years' time.
theme
Sakura Cray-Pas Corporation's theme is "The Possibilities of Color and Shape." It is a writing instrument, art material, and service that can present the possibilities of color and shape that continue and spread by providing a fun experience for many people. How can we increase the involvement and interest in "color and shape" among a wider range of generations and age groups, and continue and spread that interest?
In a digital society,
Proposal from the perspective.
The Sakura Cray-Pas team, which raised the issue of "not being able to convey the importance and fun of writing analoguely in the midst of the advancement of digitalization," proposed a "colorable diary" that expresses feelings through color rather than words, targeting people who have fewer opportunities to express their thoughts through writing due to digitalization, and won the competition. There was also a team that proposed "Providing a new online service" that could be in line with the trend of the digital society.
Messages from participating students
I felt that the appeal of the "Industry-Academia Collaboration PBL" was that by working in groups rather than tackling problems alone, you could incorporate different ideas, improve your own thoughts based on diverse opinions, and learn about ideas that were born from perspectives you had not considered before.
Message from the company
Sakura Cray-Pas Corporation Sales Headquarters Marketing Department Director Hirotoshi TabeMr.
With questions being asked along the way, it was unclear when the project would be completed, but the final presentation was well-structured and well-contained, and the efforts of the students and teachers were evident. The most important thing is to ask yourself, "What problems do our customers have, and how can we solve them?" I believe that marketing is not about overthinking things, but about always looking at, feeling, and thinking about consumers, so I hope that students who are interested will put it into practice.
theme
The following four themes were presented by Wacoal Corporation.
1. To make choosing your first bra fun.
2. Solving social issues (LGBT, breast cancer care, sustainability, etc.).
3. Expanding to products and services for men. 4. Sales promotion aimed at the core target audience of people in their early 20s.
Clarified the target
High suggestion ability.
From the above themes, the team that tackled task 1, "Your first bra...", proposed a simulation "game" of living the life of an underwear designer, to get children to embrace it as a game. Meanwhile, the team that tackled task 4, "Our core target...", proposed a more specific promotion, such as "a service in partnership with a hotel that allows customers to actually try on the product," and setting up a 3D body scanning machine, SCANBE, in the hotel.
Messages from participating students
It was a valuable opportunity to give a presentation to a company, and it led to a wonderful experience and learning experience. Receiving feedback and advice from the company after the presentation gave me a good opportunity to think about how I can be involved in solving problems that real companies face.
Message from the company
Wacoal Corporation Marketing Headquarters Innovation Strategy Office Mayuki KanekoMr.
After making a proposal, it is important to reflect on whether the proposal truly resolved the concerns of the target customer. I also want you to place importance on grasping the essence of the customer by asking various questions: what are their real concerns? What do they really want? In recent years, we often hear the phrase "the era of the individual," and people are being asked to "have the ability to create work on their own," rather than just completing tasks as instructed by their superiors or seniors. In order to do this, you need to "find problems on your own."